The National Coffee Association (NCA) has published a new, original market research study, The Single Serve Format: Changing Perspectives Growing Opportunities. Part of the NCA National Coffee Drinking Trends series, the report is a deep dive into consumer attitudes and behaviors on the single-cup format. Soliciting data last collected in 2007, the report uncovers significant inroads in consumer acceptance and adoption of single-cup brewing systems.
Among the report's findings, awareness of single-cup brewing systems has increased to 73 percent in 2011 from 55 percent in 2007. Ownership has jumped to 7 percent of consumers in 2011 from just 1 percent when first polled in 2005. Those who have bought a system within the last six months grew to 35 percent this year from 29 percent in 2007.
Perceptions of the single-cup systems are becoming more favorable as well. Those who rated the systems as excellent or very good jumped to 45 percent this year from 26 percent in 2007. Positive responses to "I have heard positive comments about this brewer from friends and family" increased to 46 percent this year versus 33 percent in 2007.
Consumers also reported strong interest in single-cup preparation via stick packs. Twenty-one percent indicated that they have tried instant coffee from a stick pack, although only 2 percent buy them regularly. These data suggest a ripe opportunity for turning interest into sales growth.
In addition to these findings, other detailed analyses of consumer behaviors include: age group, gender, family setting and income; geographic location; likelihood of purchase; gifting intent; types of coffee brewed; time of day; share of cups; frequency of use; place of usage; and share of usage versus other brewing formats.
Among the other attitudinal analyses provided are: ease of use; retail availability; taste perceptions; price level attitudes; and shared word-of-mouth messages.
For information, call NCA at 212-766-4007.